A Direct Mail campaign with a thoroughbread response

LOVEHATS are on a mission to get everyone wearing hats. Established in 2012 the online only retailer offers hats for every day and every occasion, for Men and Women from Quality designers all around the World.The marketing team wanted to reconnect with a large selection of customers who weren’t responding to digital marketing and that’s where ZAP~POST came into its own.

LOVEHATS wanted to re-engage with a selection of its valued customer base using the Royal Ascot horse racing event as a theme, offering a small discount to entice the recipients back with the aim to drive conversion and re-establish a relationship.

Revered across the globe, Royal Ascot is the seasonal event of the year playing host to the finest horse racing, with spectacular fashion being at the forefront of the event.

LOVEHATS design team used striking imagery on both sides of t he Zap depicting 2 Hat Designers that would appeal to its audience. The Mailer was personalised on both sides to the recipient, with a clear call to action and a unique limited time offer discount code for every customer and a QR code to allow them to easily shop online through their Mobile device.

The ZAP~POST team was helpful and supported us throughout the process. We were delighted with the mailer which resulted in re-engagement from past customers who had unsubscribed from email marketing. We will be planning more campaigns.

The campaign was deployed in conjunction with social media activity but it was the Direct Mail that was the real driver for the campaign’s success. LOVEHATS are going to continue to use premier events such as this in conjunction with further Direct Mail campaigns as ZAP~POST has proved again the power of personalised and targeted Direct Mail.